David Beckham's new pitch? A brand of Scotch whisky

Tuesday 8 April 2014 11:16 BST

David Beckham is launching a whisky brand with friend and music mogul Simon Fuller.

The footballer will lead the promotion of the new spirit, called Haig Club single grain Scotch whisky. Beckham, 38, and Fuller — manager of the Spice Girls — have worked on the marketing strategy with whisky maker and Guinness owner Diageo. The Scotch will be sold in packaging that resembles a designer aftershave bottle.

Beckham’s wife, Victoria, is to become an ambassador for UNAids, the United Nations’ Aids charity. The 39-year-old visited affected children in Cape Town in February.

Beckham and Fuller were spotted visiting Diageo’s whisky making plants in Fife and Clackmannanshire in January when they were preparing their involvement. Haig Club has been crafted using a grain whisky from three cask types.

Beckham said today: "The House of Haig has a rich history and I’m proud to be working at the heart of a home-grown brand which has built an incredible heritage over 400 years.”

Drinks giant Diageo, which also owns Johnnie Walker whisky, said Haig Club is the latest brand from House of Haig, Scotland’s oldest grain whisky dynasty.

It said the House can trace its whisky producing roots back to the seventeenth century. Fuller said: “This is a long term commitment. It is important to us that we create something unique and of great quality. With Haig Club we have an opportunity to push boundaries and help shape how scotch will be perceived in the future.”